The cannabis beverage industry is no longer a quiet niche but a rapidly rising force. Globally, cannabis-infused beverages are projected to grow from $1.7 billion in 2023 to $28.6 billion by 2033, according to industry reports. Once viewed as a fringe product, THC beverages are fast becoming a mainstream choice, particularly as consumers seek healthier, more intentional alternatives to alcohol.
This momentum reflects more than just novelty; it signals a cultural shift. Alcohol consumption is steadily declining, especially among younger and health-conscious demographics. Consumers are reevaluating how they socialize, how they relax, and how they “take the edge off.” And increasingly, they are turning to THC beverages.
“People still want the social element, they still want that buzz, but they don’t want the hangover, the health risks, or the regret,” says Jeff Stum, co-founder of Hectare’s, a Louisville-based THC beverage company. “We call it the buzz without the booze. That’s what’s driving this surge.”
Industry leaders say the modern cannabis beverage consumer is not the stereotypical “party user.” Instead, they are parents, professionals, and wellness-minded individuals who want control, balance, and trust.
Jason Wade, Vice President of Strategic Operations, further shares, “Our target demo is a little older, the parent who’s stressed after a long day of work, or the adult who just finished helping with fifth-grade homework and needs to take the edge off. That’s who we’re speaking to.”
This repositioning reflects a broader evolution within the cannabis sector. No longer satisfied with standardized products, consumers are demanding sophistication, sessionability, and transparency. THC beverages, especially those with low dosages, provide exactly that: a controlled, predictable experience similar to having a cocktail or a glass of wine, but without the downsides of alcohol.
With growth, however, comes risk. Some brands are rushing into the market with high-potency products, misleading claims, or packaging that could appeal to children, threatening consumer safety and the industry’s credibility.
“There are always less responsible actors when a market is booming,” says Stum. “But we’ve taken a conscious effort to do this the right way. That means respecting beverage control laws, age-gating through proper retail channels, and prioritizing education. If a consumer has a bad first experience, they might not only turn away from THC beverages, they might return to alcohol.”
For Hectare’s, “doing it the right way” means leading with education for what they call the “cana-curious” consumer. Their products feature sessionable 5mg doses, allowing drinkers to make conscious decisions in social settings. Just like sipping a cocktail, consumers can choose whether to have one drink or two.
Beyond responsibility, Hectare’s is betting on quality. Its lineup includes craft sodas, seltzers, gummies, and shots, all made with natural ingredients and designed for both taste and experience. Flavors like Blood Orange Vanilla and Watermelon Cucumber Mint aren’t just creative, they mask the harsh cannabis notes common in other products, making them enjoyable and approachable.
“Too many products in the space force that hemp taste on you,” Wade explains. “Ours are really enjoyable and sessionable. It’s about creating a beverage people actually want to drink and share with others.”
That “shareability” is key. Hectare’s positions its beverages not just as an alcohol replacement, but as part of an active, social, and self-care lifestyle. Whether unwinding solo or enjoying with friends, the products are crafted to fit seamlessly into modern routines.
As the THC beverage market accelerates, the path forward is clear: consumers demand transparency, responsibility, and quality. Brands that cut corners may capture short-term gains, but long-term trust and market growth depend on education and integrity.
“It’s exciting to see any industry grow,” says Stum. “But growth comes with growing pains. We believe leaders in this space have a responsibility to guide it in the right direction, one we can be proud of, and one that friends and families can be proud of too.”
For Hectare’s, the vision goes beyond riding the wave of growth; it’s about shaping what that growth looks like. By prioritizing health-conscious consumers, focusing on responsible practices, and delivering products that actually taste good, Hectare’s is truly growing alongside the industry.
